New Adelphi
Victoria Embankment, London WC2

This huge white building, with its giant clock, dates from 1938.  N A Trent's heroic reliefs of toiling workers embellish the entrance to the New Adelphi. 

The best view of the Art Deco building is from the South Bank Centre at night, when the building is floodlit. 

The New Adelphi stands on the site of the Robert and John Adam's original Adelphi, an elegant riverside apartment complex.  Built in 1768 - 72, the Adelphi was a pun on 'adelphoi', the Greek word for brothers.  

The Paladian-style terrace of 24 houses overlooking the Thames was built above arches and vaults.  This  was one of the very few 18th century projects to be sponsored by the crown.  Initially developed as a leasehold for the Earl of St Albans, George III soon recognised the Adelphi's fine qualities and successfully obtained money from Parliament to complete the building in the style Adam brothers wished.  However, the much-admired apartment complex was more of an architectural than commercial success. 

In 1867 the Adelphi was vandalized to make room for the Thames Embankment and then in 1936, in possibly one of the greatest acts of official vandalism, the elegant terrace was demolished to make way for the present Art Deco building. 

However, a number of the Adams' surrounding buildings have survived. 

The most notable is the elaborate Royal Society for the Encouragement of Arts, Manufactures and Commerce, that stands opposite. 

Nos. 1 - 4 Robert Street, where Robert Adam lived for a while, are decorated in similar style, No. 7 Adam Street is embellished with honeysuckle reliefs and No. 10 Adam Street has a curved black brick façade and charming bay window.        

Not open to the public